There is a method

... or at least, the last traditional advertising agency on Earth.

For anyone who works in an interactive agency, this is old news.

It doesn't cease to surprise me how creative agencies keep coming with
cliche TV scripts and passive perfume-ad brain wanks, even when the
client is screaming for something their consumers will actually engage
with.

And when I say creative agencies I really mean those mediocre,
short-sighted creatives who stay within their traditional frameworks and
maintain their mediocre status quo, solving everything by throwing money
at it, rather than good ideas.

It's not just the old have-beens that fall by the side. Some creatives
are barely in their thirties, but got caught by the Traditional Agency
machinery and were brainwashed before they had a chance to know any
better.

But here's the catch: many interactive agencies are following the same
path. They have become traditional, web-design studios clinging to Web
2.0 buzzwords, banners and microsites. And their creatives are already
lamenting the new trends emerging, when they had just become so good at
the 'build it and they will come' philosophy.

There will still be room for banners, microsites and TV spots in YouTube
passing for 'viral' videos... and for the mediocrity that creates them.
But don't expect them to be at the forefront of creative advertising.
Social Networking will not be the 'it' thing in a year or two, just like
YouTube, Joost, Second Life and Blogs.

Banners and Microsites are dead. Consumers move on, many creatives
don't.

Good luck to them.

I, for one, will keep moving.